Using Public Relations to Launch, Grow and Extend Your Brands

Content

• Executive Summary
  • Introduction
  • Research Approach
  • Participating Companies
  • Definitions and Abbreviations
  • Report Structure and Organization
  • Key Findings
• Using Public Relations Tools for Optimal Advantage
  • Public Relations Calls-to-Action
    • Expertise
    • Behalf
  • Resources and Support Services
  • Effectiveness, Timing and Budget
    • Public Relations
    • to Successor
• Pre-Launch
  • to Market
  • Advocacy Groups
  • Info Resources
  • Cymbalta
  • Stories: Cymbalta
• Launch
  • to the Consumer
  • Personal Risk
  • Case Study Spotlight: Slentrol
    • Campaign
• Brand-Building
  • Personalize the Condition
  • Case Study Spotlight: Flomax
    • Unmet Need
    • of Life
• Late-Life Management
  • Case Study Spotlight: Nexium
    • Chronic Care Conditions
    • Conditions
• Patent Expiration Management
  • Case Study Spotlight: Fluvirin
• Lessons Learned
  • General Good Practices
  • Engage, Inform and Educate
  • Tailor Late-Stage Tactics to Reach Select Sub-Populations
  • Bridge the Gap between Product Generations
• List of Tables
  • Table 1.1: Participating Companies
• List of Figures
  • Figure 1.1: Participant Job Titles
  • Figure 1.2: Benchmark Partners' Experience
  • Figure 2.1: Apply Public Relations Tools and Tactics throughout the Lifecycle
  • Figure 2.2: Public Relations Tool Effectiveness Changes over the Brand Lifecycle
  • Figure 2.3: Media Interviews Get Company's Message out Best
  • Figure 2.4: Blogs and Social Networks Get Message out in New Ways
  • Figure 2.5: Patient Groups, Human-Interest Key to Informing Patients and Family
  • Figure 2.6: Public Relations Positioning Tactics Offer Brand Teams Many Options
  • Figure 2.7: Human-Interest Stories Resonate with Patients, Media
  • Figure 2.8: Tactical Elements Appealing to Consumers Rated Best
  • Figure 2.9: Ask Physician about Condition Rates Highest
  • Figure 2.10: Public Relations Calls-to-Action Direct Consumers to Experts &
  • Figure 2.11: Inform and Inspire Consumers to Take Action on Their Own
  • Figure 2.12: Web-based Calls-to-action Direct Patients to Resources
  • Figure 2.13: Medical Condition Websites are Most Highly Rated
  • Figure 2.14: Brand Websites Have More Options to Engage Consumers
  • Figure 2.15: Consumers Relate Well to Patient Stories
  • Figure 2.16: Best Web-Based Resources Inform and Engage Patients
  • Figure 2.17: Testimonials Offer Valuable Hope and Tips for Patients
  • Figure 2.18: Patient Advocacy Groups Are Key Partners
  • Figure 2.19: Key Public Relations Support Resources Help Inform Patients
  • Figure 2.20: Trusted Information Sources are Best Support Service
  • Figure 2.21: Pre-Launch, Launch & Growth Phases Benefit Greatly from
  • Figure 2.22: Public Relations Budgets as Percent of Annual Marketing Spend
  • Figure 2.23: Measuring Public Relations is a Double-Edged Sword
  • Figure 2.24: Public Relations Performance Metrics Are Critical but Imprecise
  • Figure 2.25: Begin Public Relations early to bridge from One Brand
  • Figure 3.1: Public Relations Can Create Buzz for New Treatment Paradigms
  • Figure 3.2: Formula for Bringing Non-Intuitive Mechanism of Action Medicines
  • Figure 3.3: Public Relations Tool Effectiveness at Pre-Launch
  • Figure 3.4: Employ Public Relations to Reach Consumers through Patient
  • Figure 3.5: Early Public Relations Guides Consumers to Trusted Third-Party
  • Figure 3.6: Introduce New Medical Ideas through Third-Party Expertise:
  • Figure 3.7: Inform Consumers through PR, Educational Messages & Personal
  • Figure 3.8: Shaping the Market for Successful Entry of New Products: Rituxan
  • Figure 3.9: Early Advisory Board Harvests Insights & Seeds New Ideas
  • Figure 3.10: Dare to Kick-Start Debate before Full Clinical Data are Available
  • Figure 3.11: Incite Scientific Discussion - but Don't Promote off-Label
  • Figure 3.12: Pre-Launch Scientific Communications
  • Figure 3.13: B-Cell Dinners: Use Peer-to-Peer Discussions to Extend Science
  • Figure 3.14: Seminars and Congresses Extend Message to Broader Audience
  • Figure 3.15: Carefully Manage Expectations Pre-Launch
  • Figure 3.16: Carefully Manage Expectations Post-Launch
  • Figure 3.17: Blue Print for Market-Entry Success
  • Figure 4.1: Using Experts, Media and Ed Events to Educate at Launch
  • Figure 4.2: Build Positive Coverage by Providing Media Access to KOLs
  • Figure 4.3: Media Spotlights Can Reach Millions in a Few Seconds
  • Figure 4.4: Human-Interest Positioning Touches Hearts
  • Figure 4.5: Patient Advocacy Groups Are Trusted Sources of Information
  • Figure 4.6: Differentiating a Product Means Building Advocacy Group Bridges
  • Figure 4.7: High-Impact Public Relations Campaigns Relate the Medical Condition
  • Figure 4.8: Relate the Medical Condition to the Consumer
  • Figure 4.9: Employ Public Relations Tools to Help Patients Assess Their
  • Figure 4.10: Pfizer Focuses Its Marketing Skills on Animal Health
  • Figure 4.11: Engage Consumers in Disease Awareness Research
  • Figure 4.12: Later Public Relations Drives Consumers to Branded Website
  • Figure 4.13: BARC as a Diagnostic Tool
  • Figure 3.14: New Media Public Relations Were Integral to Slentrol's
  • Figure 5.1: Public Relations Tools, Post-Launch
  • Figure 5.2: Websites with Referral Mechanisms Expand Reach
  • Figure 5.3: Public Relations Success Stories Often Involve Partnerships
  • Figure 5.4: Employ Public Relations Lifestyle Campaigns to Educate and
  • Figure 5.5: Edgy Public Relations Raises Awareness for Symptomless Conditions
  • Figure 5.6: Anchor Brand Positioning Public Relations in Science, Safety, and
  • Figure 5.7: A Celebrity Spokesperson Can Help Personalize and Educate
  • Figure 5.8: Flomax Branded Website around the One-Week Challenge
  • Figure 5.9: Websites Are an Essential Tool in Patient and Family Education
  • Figure 5.10: Motivate Men to Seek ""One Week"" Improvement in Quality
  • Figure 5.11: Target Patient's Family to Accelerate Treatment Pathway
  • Figure 6.1: Later Stage Public Relations Tool Effectiveness
  • Figure 6.2: Position Product Public Relations to Reflect Total Cost Benefits
  • Figure 6.3: Public Relations Leveraging: Flomax
  • Figure 6.4: Build Bridges between Product Generation to Transition Patients
  • Figure 6.5: Provide Info Support throughout the Customer Lifecycle
  • Figure 6.6: Employ Tools to Seed and Grow Relationships with Patients in
  • Figure 6.7: Education Tools Inform and Help Patients Self-Diagnose
  • Figure 6.8: Polls Educate, Inform & Engage Patients
  • Figure 6.9: Engage Patients on Lifestyle Fronts
  • Figure 6.10: Employ Technologies to Extend Education to Patient Populations
  • Figure 6.11: Public Relations Campaigns Trumpet ""Nexium-Kids"" Version
  • Figure 6.12: A Celebrity Spokesperson Helps to Humanize Medical
  • Figure 7.1: Effective Public Relations Tools, Patent Expiration
  • Figure 7.2: Use YouTube to Create Buzz and Flu Awareness
  • Figure 7.3: Use a Contest to Engage Amateurs and Professionals
  • Figure 8.1: Public Relations Tools Help Educate and Inform the Market